Channel 5 has revealed plans for its first Celebrity Big Brother product placement deal, which will see the promotion of new movie Fright Night. The deal focus on a competition which will allow three pairs of Big Brother fans to enter the house and watch the movie alongside the Celebrity housemates.
It's the latest in a string of partnerships for the new-look show, including main sponsor Freederm, Domino's Pizza and Lucozade, who previously sponsored the show on Channel 4.
Nick Bampton, commercial sales director at Channel 5, said: "To get this campaign on air has required an immense amount of collaboration from Carat, [producer] Endemol and different teams within Northern & Shell. We’re very proud to be part of this media first."
Details on the competition will be revealed in due course, with the film due out in early September.
Celebrities who enter the house last night include X Factor twins Jedward, TOWIE star Amy Childs, Reality Queen Kerry Katona and the Speaker's wife Sally Bercow.
American Pie star Tara Reid and paparazzo Darryn Lyons also joined the house in a live launch which was watched by more than 5 million viewers.
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